For plaintiffs law firms, building effective case intake is more than an operational step—it’s the foundation of future case success. In this blog, Susan Knape , founder and president of A Case for Women and former chief marketing officer at a nationally recognized contingency fee law firm, shares four essential strategies for optimizing intake to better serve clients and drive law firm growth.

Watch the video above to gain important insights about effective case intake.

4 Keys to Building Effective Case Intake

Within the contingency fee legal space, case acquisition is considered the lifeblood for this competitive business. While many firms have strategies to attract prospects and new case opportunities, they tend to lose them due to a poor onboarding process and experience.

According to Susan, there are four keys to building effective case intake:

1. Be a Good Listener

Effective case intake begins with active listening. Too often, law firm intake teams dominate the conversation, missing the opportunity to connect with prospective clients on a human level. Susan explains that firms must start by asking, “How are you doing?”— and then truly listening to the answer. She warns that, “We see a lot of law firms wanting to just talk on the phone on their intakes and tell people what to do. That’s not going to be successful.” Building rapport from the very first interaction is essential.

2. Simplify the Process and Communications

Law firms must ensure that intake communications are clear, straightforward, and accessible. Susan emphasizes that many intake processes unintentionally alienate potential clients by using complex legal jargon. “You’ve got to break things down in a way that regular people can understand,” she advises. Intake teams should focus on removing barriers and making it easy for prospective clients to ask questions and engage.

3. Give People Time to Decide

Patience is another cornerstone of an effective intake strategy. Not every prospective client is ready to decide immediately, and applying too much pressure can backfire. As Susan Knape notes, “If someone feels overly pushed, they may just go dark on you.” Plaintiffs law firms should focus on guiding, not rushing, prospects—giving them time to process information and decide at their own pace.

4. Tailor Your Approach for Each Case Type

Finally, law firms must move away from a one-size-fits-all intake model. Different case types—and different client demographics—require customized intake approaches. Susan explains, “The way you intake a sexual assault case is entirely different from the way you intake Camp Lejeune… Every demographic is different.” Sensitivity to the case context and the client’s emotional needs can dramatically improve intake success rates.

Transforming Intake for Long-Term Growth

Looking at the big picture, Susan reminds trial lawyers that intake is not just about capturing case volume—it’s about laying the groundwork for lasting client relationships. Empathy, clarity, patience, and adaptability must all be built into the process to achieve better outcomes.

Equally important is recognizing who often drives the decision to seek legal representation. As Susan discusses in another key conversation, women frequently play the pivotal role in selecting law firms, whether for themselves or on behalf of family members. Plaintiffs law firms that design intake experiences with this dynamic in mind—emphasizing clear communication, empathy, and trust—will build stronger relationships and win more cases.

Looking to Learn More About Case Intake?

To explore more about how women influence law firm selection decisions and how your firm can better tailor its outreach, Explore How Women Influence Law Firm Selection.

Or discover how to build an optimal intake team by reading our blog “5 Key Areas for Building An Optimal Intake Team“.

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* The information provided on (or accessed through) this blog is for general informational purposes only and is not intended as, and should not be relied on for, law firm operations, tax, legal or accounting advice. Some of the information may not be applicable or appropriate for all law firms. Please consult your own tax, legal and accounting advisors as appropriate. Results may vary by law firm.